Malaysian Media Awards Winners Showcase

2011 | |

Staying Awake with Brand’s This Chinese New Year

Advertiser: Cerebox (M) Sdn Bhd
Brand: BRAND’S Essence of Chicken
Creative Agency: -
Credits: Chai Yen Yen (Associate Director), Yaw Sook Yin (Media Manager), Hanim Mazam (Senior Media Planner), Farriz Yousof/Chow Lee Kheng (Senior Buyer), Carmen Liew (Marketing Manager, Cerebos [M] Sdn Bhd), Melissa Tan (Product Group Manager, Cerebos [M] Sdn Bhd), Chan Sue Harn (Asst. Manager, Client Service Group, Media Prima Bhd)

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Every year thousands of brands try to ride the CNY bandwagon, but they often disregard how their product is relevant to CNY occasion, creating humongous me-too clutter. BRAND’S Essence of Chicken wanted to break through the clutter by bringing its own meaning and relevance to CNY for their youth target.

BEC stood for “Staying Alert”. Every CNY, millions of Chinese would stay awake all night in a timeless tradition called “Shou Sui” – to bring long & prosperous lives to their parents. Despite best intentions, it was difficult to stay alert – a perfect relevance for BEC. Most Chinese grew with mums giving them BEC for their well-being, on CNY, children ‘paid back’ by taking it for Parents’ well-being. We decided to own “Shou Sui”.

BEC’s target was youth, so we developed a music video to tell our story. It was aired for entire CNY month on 8TV, Malaysia’s top Chinese station. We also developed a special “Shou Sui” segment on ’8TV All Stars CNY Special’, where celebrities brought out the meaning & fun experience of Shou Sui, with seamless integration of BEC as their aid in staying alert. The youth icons from video greeted CNY on behalf of BEC.

A total of 3.3 million Chinese youths were reached with FREE airtime worth 1 million. BEC achieved record breaking sales of 15% increase from the previous year.